000			01598nam a22002534a 4500
001			vtls003114289
003			MY-SjTCS
005			20200226113037.0
008			081124s2007 ii a sb 001 0 eng
020			_a9788120332256 (pbk. : reprinted)
039		9	_a200909041528 _bkevin _c200811241853 _dVLOAD _c200809081112 _dmas _c200807151602 _dshahriman _y200807151600 _zshahriman
082	0	4	_a659.1 _bJON
100	1		_aJones, John Phillip _937866
245	1	0	_aWhen ads work : _bnew proof that advertising triggers sales / _cJohn Philip Jones.
250			_a2nd ed.
260			_aNew Delhi : _bPrentice Hall, _cc2007.
300			_axix, 209 p. : _bill. ; _c24 cm.
504			_aIncludes bibliographical references and index.
505	0		_aThe single-source breakthrough -- The short-term effect of advertising -- The rapid spread of pure single-source research -- How a short-term effect can turn into a medium-term one -- Keeping the brand in the window -- An interlude of successful advertising campaigns -- Advertising that works -- Advertising that stops working -- Advertising that works in some cases -- Advertising that does not work -- Penetration and purchase frequency -- From insight to action -- Smooth sales trends -- The history of single-source research -- The first quarter-century of single-source research -- The calculation of advertising intensity -- The leading 142 brands in the product categories covered in this research.
650		0	_aAdvertising _vCase studies. _928703
650		0	_aSales promotion _vCase studies. _923128
920			_aADP : 900645
921			_aMCS : 204632
999			_c102998 _d102998